Content to Commerce: Engaging Consumers Across Paid, Owned, and Earned Channels -- Contents -- About This Book -- Cast of Characters -- Foreword -- Preface -- Acknowledgments -- Introduction -- Notes -- Section I: Brand as Network -- Chapter 1: Beyond Publishing -- Publisher's Advantage -- Redefining the Audience -- Keeping in Touch -- Telling Stories -- Beyond Publishing -- Notes -- Chapter 2: Social Media Is an Octopus -- Marketing -- Customer Relations -- Public Relations -- Crisis Management -- Journalism -- Media -- Politics -- Search -- Vanishing Act -- Notes -- Chapter 3: Social Media Is a Complex System -- Who Owns Social? -- Cross Channels -- Anywhere and Everywhere -- A Holistic Approach to Social -- Notes -- Chapter 4: The Brand Network -- Think Like a Network -- Channel Architecture -- The Grid -- Notes -- Chapter 5: Business Solutions -- Social Commerce -- Brandfluence -- Advocacy -- User-Generated Content -- Gaming -- Paid Social -- Notes -- Section II: The Value of the Network -- Chapter 6: Higher Highs and Higher Lows -- Paid, Owned, and Earned Media -- Extending the Life Span of Content -- Notes -- Chapter 7: Amplification -- Tent Poles -- Extending Conversations -- Notes -- Chapter 8: Continuity -- Channel Architecture -- Brand Channel Management -- Community Management -- Breaking Through the Clutter -- Notes -- Chapter 9: Operations -- Technology -- Talent -- The Network Team -- Section III: Audience First -- Chapter 10: Building Bridges -- Social Is Global -- Passion Points -- A Lot to Learn -- Notes -- Chapter 11: Welcome to the Party -- Meeting Expectations -- Welcome to the Party -- Listen First, Sell Later -- The Opening Line -- The Right Fit -- Influencers and Advocates -- Notes -- Chapter 12: Mutual Priorities -- In Sync -- Stick to the Point -- Notes -- Chapter 13: Audience Insights -- Mashing Up Strategy and Analytics.

Take the Time to Listen -- Setting Standards -- Success Tracking and Evaluation -- Content Optimization -- Audience Insight Analysis -- Notes -- Chapter 14: The Art and Science of Listening -- Social Personas -- Listening Tools -- Audience Truths Are Brand Truths -- The Engagement Point -- Consistent Conversations -- Notes -- Section IV: Content Is Currency -- Chapter 15: Content at the Speed of Culture -- Internet Time on Steroids -- Caught Short -- Faster Equals More -- A Matter of Control -- Notes -- Chapter 16: Content That Connects -- Design for Social Media -- Interactive Technology for Social -- Video for Social Media -- Development and Production Slates -- Notes -- Chapter 17: The Creative Process -- Building a Franchise -- Campaigns Come in Two Parts -- Target Audiences -- The Social Ecosystem -- In the Moment -- Learning As You Go -- Making Connections -- Spheres of Influence -- Filling the Gap -- Notes -- Chapter 18: Taking Measure -- Three Decision Pillars -- Inspiration -- Distribution -- Scorekeeping -- A Work in Progress -- Notes -- Section V: Looking Ahead -- Chapter 19: Looking Out -- Emerging Social Markets -- Mutual Relationships -- Going Mobile -- Doing Social Business around the World -- Notes -- Chapter 20: Looking In -- Toward the Social Organization -- Notes -- SectionVI: Epilogue -- Chapter 21: The Question -- Scott Monty: Global Digital and Multimedia Communications Manager, Ford -- B. Bonin Bough: Vice President of Global Media and Consumer Engagement, Mondel ez International -- Leslie Reiser: Director of WW Digital Marketing, IBM General Business -- Rikard Steiber: Global Director of Mobile and Social Ads, Google -- Reggie Bradford: Senior Vice President of Product Development, Oracle Former Founder and Chief Executive Officer, Vitrue -- Sharon Feder: Chief Operating Officer, Mashable.

Mike Edelhart: President of the Pivot Conference and Social Week in New York -- Karen Spiegel: Senior Vice President, Managing Director of Marketing and Communications, R/GA -- Karen Robinovitz: Cofounder and Chief Creative Officer, Digital Brand Architects -- Stephanie Agresta: Global Director of Social Media and Digital, MSLGROUP -- Ian Schafer: Chief Executive Officer and Founder, Deep Focus -- Joe Burton: President and Chief Operating Officer, SocialChorus -- Alan Osetek: Global President, Resolution Media, an Omnicom Media Group Company -- Index.